Microsoft has announced plans to roll out the next generation of TV entertainment on Xbox LIVE, the online entertainment service for Xbox 360.

Microsoft's matte Xbox360 (image: Microsoft)

Nearly 40 world-leading TV and entertainment providers, including Bravo, Comcast, HBO GO, Verizon FiOS and Syfy in the U.S.; BBC in the U.K., Telefónica in Spain; Rogers On Demand in Canada; Televisa in Mexico; ZDF in Germany; and MediaSet in Italy, will begin rolling out entertainment services to the console this Christmas, in more than 20 countries.

“Today’s announcement is a major step toward realising our vision to bring you all the entertainment you want, shared with the people you care about, made easy,” said Don Mattrick, president of the Interactive Entertainment Business at Microsoft.

“Combining the world’s leading TV and entertainment providers with the power of Kinect for Xbox 360 and the intelligence of Bing voice search will make TV and entertainment more personal, social and effortless.”

“We are continually evolving the television experience to bring Xfinity TV subscribers more personalised ways to search, find and watch the content they love,” said Sam Schwartz, president of Comcast Converged Products.

“Our recently launched next-generation Xfinity TV platform is enabling us to bring Xfinity On Demand to a gaming console for the first time, and Kinect’s voice and gesture controls will offer our customers an innovative way to discover and enjoy Xfinity On Demand’s huge library of top shows and movies.”